TV serials and movie producer Balaji Telefilms Ltd has appointed Ekalavya Bhattacharya as the chief strategy officer of its over-the-top (OTT) video service unit ALT Digital Media Entertainment Ltd.
Bhattacharya will work with ALT's top management team to define its overall strategy, the company said in a press statement.
"Recent digital consumption patterns have made it necessary to introduce changes in the way content is created and offered to consumers and screenagers. Balaji Telefilms is in a unique position to utilise its creative capabilities for a digitally savvy audience," Bhattacharya said.
Most recently, Bhattacharya was associate vice president at Viacom18 Media Pvt Ltd and headed MTV India's digital division. Before Viacom18, Bhattacharya worked at Zapak.com, Contests2Win.com, WAT Consult and PaGaLGuY.com.
ALT, which was floated in August 2015, aims to churn out original shows tailored for web and mobile users in the 19 to 30 years age group.
The company will provide subscription-based content coupled with premium advertisements across various platforms. In fact, ALT wants to reach out to digitally connected audiencees that consumes content on a medium other than TV.
ALT is in the process of building its team. Former Sony Entertainment Television executive Nachiket Pantvaidya was appointed as the CEO of ALT Digital recently.
In August 2015, Star India Pvt Ltd, which is part of entertainment conglomerate 21st Century Fox, exited its investment in Balaji Telefilms by selling its entire stake of 25.99 per cent for Rs 107.8 crore ($16.9 million).
Star had acquired shares In Balaji Telefilms 12 years ago through its Dubai-based affiliate Asian Broadcasting FZ-LLC.
21st Century Fox is controlled by Rupert Murdoch. He also leads News Corp, the owner of this news website.